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What makes a job attractive?

Looking for some thoughts or advice on attracting top tech talent. Figured this was the best place to ask…

What stands out to you in a job description when you look at one? What gets you to stop and take notice and maybe even apply for it?

As I’m sure everyone here is seeing, the market for top tech talent is on fire right now. I think Priceline has a great story to tell, but I want to make sure I’m telling the RIGHT story in the RIGHT way…